China – Apple has launched the latest chapter of its global Mac platform, “Great Ideas Start Here”, timed with the start of the college academic year in China, as millions of students begin university and a new phase of their academic journey.
The campaign centres on a 30-second hero film that follows five students across disciplines, including journalism, electronics and information engineering, robotics, industrial design, and multimedia entertainment.
Rather than a single narrative arc, the film stitches together parallel student experiences, reflecting the shifting pace and uncertainty of campus life as ideas are developed, tested, and reworked. Across these moments, Mac is positioned as a constant across changing academic demands.
Filmed on university campuses in China, the campaign goes live on June 15 across digital and social channels, aligning with the post-exam period when students typically transition into planning and preparation for the year ahead.
Three additional 15-second films expand on individual student workflows and will be released on June 22, each anchored on a specific Mac capability.
In “Apple silicon”, electronics and information engineering student Li Yixuan works across 3D rendering and AI coding as she develops Emobird, an emotional support doll project, using a MacBook Pro for both creative and technical tasks.
“Continuity” follows Intelligent Manufacturing and Robotics student Wu Tianyu, who moves an error message from his iPhone to his MacBook Pro using Universal Clipboard, streamlining the debugging process for a robotics application.
“Battery” features journalism student Wang Yan, who conducts interviews across campus and relies on the MacBook Air’s battery life to sustain her work throughout the day.
The campaign features MacBook Air, MacBook Pro, and MacBook Neo, each positioned for different user segments.
